Here's how to set up a Facebook conversion ad.
For this post, I'll assume you're a coach or online expert trying to get more leads (opt-ins) for a specific product or service.
Step #1: You must have the Facebook pixel code installed above the closing </header> tag on your conversion page.
So, before you create a Facebook conversion ad you must first create two asset pages.
Asset #1: A Landing Page
Asset #2: A Thank You Page (This is your conversion page)
The "conversion page" is any page a prospect hits directly after they take your desired action.
Here's an example of how a Facebook conversion ad is triggered...
In the example below - There are 3 main steps to achieving a "conversion" objective when running a Facebook ad.
Step #1: To get interested prospects to click on my Facebook Ad.
Step #2: To get them to opt-in and exchange their name and email for my lead magnet (Facebook Ad Cheat Sheet).
Step #3: The conversion objective is triggered when people hit your thank you page. The Facebook pixel will immediately fire off a conversion.
Now that you know how a Facebook conversion ad is triggered.
... And you have your 2 asset pages created (landing page and thank you page).
... And you have the Facebook pixel code installed.
It's time to check and make sure the pixel code is installed correctly.
To do that we use the Facebook pixel helper.
Install the Facebook Pixel Helper (Chrome Extension)
You can install the "Facebook Pixel Helper" by adding it to your chrome browser. Just type Facebook pixel helper into your browser, or go to the Google web store.
Once you have the pixel helper installed, refresh your asset pages a couple times and the pixel helper will tell you if you have the code installed properly. You should see a green check mark. It will also pick up microdata (See image below).
Now, it's time to head over to Facebook and login to your Facebook ads manager.
First: We need to check and make sure our conversion page (thank you page) is set up as a custom conversion and activated.
To do this, we go into our ads manager. We click on the "ads manager" tab (see graphic below).
Second: Click on the "Custom Conversion" link.
Third: We need to click the "create custom conversion" button. (See graphic below)
Fourth: Enter the thank you page URL. Just the highlighted part of the URL (see below)
Fifth: Name your custom conversion and then click create.
Sixth: We need to click the drop down menu tab and choose our conversion category. It can be a lead, purchase, add to cart, etc (see graphic above).
You can enter a conversion value if you're making a sale, or just leave it blank, and then hit the create button.
Seven: Refresh your Facebook ads manager and make sure you see the active green circle next to your custom conversion (see graphic below).
It's Finally Time To Create Your Facebook Conversion Ad
Eight: Click on create ad button.
Nine: Click the "conversions" objective.
Ten: Give your campaign a name. You can always update the campaign name later.
Example Naming Convention... Name of your campaign - type of campaign - placement - graphic.
So for this naming convention example, I would use... FB Ad Cheat Sheet - Conv - DT - 10x.
AD SET NAME:
Eleven: Name the ad set. I usually name it the same as the campaign name and I would update it later.
This will make it easy to see which of your ads are performing when you visit the analytics dashboard.
Twelve: Choose Your Custom Conversion. This is where you'll find your "custom conversion" you created earlier. Click the box and find your custom conversion from the drop down box.
Thirteen: Pick the location you wish to target.
Fourteen: Choose your IDEAL prospects age group.
Fifteen: Choose your audiences gender.
Sixteen: Choose your target audience. Use ONE audience per ad set. Test each ad set with $5 to $10 dollars. Let your ads run for 5 days. Keep the winners. Turn off the losers.
Example: If my budget was $100 dollars a day. I would start off targeting 10 different audiences allocating each with $10 dollars a day. Then, I would turn off the poor performers, and slowly increase the budget of my winners.
If your budget is $30 dollars a day, choose 3 or 6 audiences and target them with $5 to $10 dollars.
You've probably had others tell you to choose an audience between 500K and a million and lump them all into one adset and be done with it. However, I've noticed a big drop off in conversions doing it that way in the past year.
Seventeen: UNCHECK this "expand interest" box. WHY? Because you want to know where your audience is coming from, and with that box checked, you'll have no idea.
Eighteen: Make sure to edit and choose your placements. You'll want to run the same ad and test different placements. In most cases, start in the desktop news feed.
Nineteen: Choose and test your best placements.
NOTE: The big mistake here is to leave the "automatic placements" box checked. WHY? Because you'll never know which placements delivered the right clients at the right price.
BUDGET & SCHEDULE:
Twenty: Place your daily budget.
Twenty One: Run ads continuously.
Twenty Two: Leave on conversion.
Twenty Three: Leave optimized for both clicks and conversions off.
Twenty Four: Conversion window is 1 day click. If you're running a webinar you may want to change to 7 day click or one day view.
Twenty Five: Leave on lowest cost, unless you want to test a set bid.
The rest I leave as is, hit continue, and move on to create the ad.
CREATE THE AD:
Twenty Six: Enter your ad name. I usually name it the same, however, I also name the graphic for testing purposes.
Example: FB Ad Cheat Sheet - DT - 10x graphic
Twenty Seven: Choose the page that represents the ad. In most cases this will be your Facebook page.
Twenty Eight: Choose the format. In this case it will be a single image ad.
Twenty Nine: Choose or upload a graphic. You can choose one of your own or choose a stock image from the gallery. Best if your image is 1200 pixels x 628 pixels.
Thirty: Here's where your ad text goes.
You can use 2 strategies in your ad copy.
- The first strategy is your basic problem solution ad. Using this strategy you're calling out to your audience with the problem, then you're immediately telling them how they can solve it.
- The second strategy is the story ad. It uses the same problem solution guidelines, but with a story. The story could be how you had this major problem, and how you went on to overcome those hurdles using your lead magnet, product, or service.
Thirty One: Put your website url here. This is the URL that goes to your landing page.
If you want to track your ads using your Google Analytics account, you can use Google's campaign builder.
Thirty Two: Enter Your Headline:
The headline is where you let your audience know what you’re offering and what they need to do to get it. Keep it SUPER short and to the point.
Thirty Three: Choose a call to action button that best describes your call to action.
Thirty Four: Use the news feed description to reiterate the pain points and how you’re going to solve it.
Thirty Five: Make sure your Facebook pixel is toggled on in order to track your ad performance and conversions.
Thirty Six: Hit the confirm button and start the ad review process. You have just created a conversion ad. 🙂
Facebook Conversion Ad Results:
Here are the test results so far from the ad example we used throughout this post (see graphic below).
If you need help setting up a facebook conversion ad, or any other ad, you can contact us here. Thanks!